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Communication Management and Markets

Code: 42445 ECTS Credits: 6
Degree Type Year Semester
4313227 Media, Communication and Culture OT 0 1


Lluis Reales Guisado

Teaching groups languages

You can check it through this link. To consult the language you will need to enter the CODE of the subject. Please note that this information is provisional until 30 November 2023.


Aida Martori Muntsant


Have completed undergraduate or graduate studies in social, humanistic or computer science

Objectives and Contextualisation

1. To know the dynamics of the markets in the communication industry and the role that this plays in the business management techniques

2. Understand that the functioning and dynamics of communication companies are generated over time by agents, social relationships, political, economic, technological, needs, interests, and rational actions that are reactive in relation to the context parameters in they are located.


  • Analyse the impact of media groups' strategies of social communication with the aim of promoting new, participative forms of culture and communication.
  • Continue the learning process, to a large extent autonomously.
  • Lead and work in interdisciplinary teams.
  • Plan and lead basic and applied research projects in media communication and culture.
  • Use acquired knowledge as a basis for originality in the application of ideas, often in a research context.

Learning Outcomes

  1. Continue the learning process, to a large extent autonomously.
  2. Develop research projects on the economy of communication.
  3. Generate ideas and innovative and competitive solutions in relation to the management of media.
  4. Identify specific factors management media companies.
  5. Lead and work in interdisciplinary teams.
  6. Recognise and identify political and social issues and their link to media management and the dynamics of the communication markets.
  7. Recognize the scope and application of economic principles in the functioning of the communication industry
  8. Use acquired knowledge as a basis for originality in the application of ideas, often in a research context.


1. Establish the foundations of the business management of the different communication activities from a perspective that considers both the specificities of the companies and the position they occupy in their macroeconomic and industrial context. Knowing these environments is the foundation of any innovation carried out by entrepreneurs. The analysis of communication companies must also be completed with the fundamentals of: marketing management, production management and financial management.

2. Analysis of structural transformations in the communication industry: technological, political, economic and cultural transformations. The impact of the digital ecosystem

3. Management strategies in media companies: development of new business models.

In the content dynamics, the gender perspective will be taken into account.

The sessions will also be attended by communication experts who have promoted companies in a digital environment.

The calendar detailed with the content of the different sessions will be presented on the day of presentation of the subject. It will be uploaded to the Virtual Campus, where students will also be able to access the detailed description of the exercises and practices, the various teaching materials, and any necessary information for the proper follow-up of the subject. 


1. Interactive theoretical classes

2. Study of cases of strategies of communication companies

3. Reading

4. Tutorials

5. Carrying out work

Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.


Title Hours ECTS Learning Outcomes
Type: Directed      
Master classes 30 1.2 2, 3, 6, 5
Type: Supervised      
Completion of work for the evaluation of the course 15 0.6 8, 2, 3, 4, 1, 6, 7
Type: Autonomous      
Readings, work accomplishment 105 4.2 8, 2, 3, 4, 1, 6, 7, 5


1. Evaluation of case analysis work 50%

2. Presentations in the classroom of case analysis 30%

3.-Diversity of practices in class 20%

Students will be entitled to the revaluation of the subject. They should present a minimum of activities that equals two-thirds of the total grading.

Regarding the re-evaluation, the students that do not exceed the subject will realize a final test that will consist of a theoretical test (50%) and a practical part (50%). This test will be performed during the reassessment period.

In the case of a second enrolment, students can do a single synthesis exam/assignment that will consist of a theoretical test and a practical part.

In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.


Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Laboratory practices 30% 0 0 4, 1, 6, 7
Presentation of work 20% 0 0 8, 2, 3, 4, 1, 6, 7, 5
Work 50% 0 0 8, 2, 3, 4, 1, 6, 7, 5



For text edition.